Often overshadowed by flashier digital innovations, search remains the foundation of online shopper satisfaction. But search deficiencies on mobile are leaving customers feeling lost.
Search tools are especially critical to shopper satisfaction, according to a new study conducted by omnichannel personalisation services provider RichRelevance.
Among the roughly 1,000 U.S. online consumers surveyed last month, 83% said the search box is “important” or “extremely important” to them when shopping on a retailer’s web or mobile site, and 76% said they “always” or “often” use the search box when visiting a merchant site.
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Whatever the device, poor search results can be catastrophic. Nearly three in four shoppers surveyed by RichRelevance said they are likely to abandon a retail site that doesn’t deliver quality search results — and 37% say they are not at all likely to return.
Innovation and personalisation
RichRelevance, which partners with more than 230 multinational companies including Office Depot, Costco and Marks & Spencer, began exploring and analysing the shopper search experience about 18 months ago.
The search innovations eluding retailers’ grasp include personalisation — leveraging a shopper’s current and past behaviours, brand affinities and price preferences to boost product discovery and drive sales.
More than one in three consumers surveyed by RichRelevance would like to see search results based on their previous shopping activities and preferences.
Behavioural analysis
RichRelevance is responding to the challenge with Find, a new search product. The cloud-based Find promises more relevant, real-time product search results based on current and past customer behaviours tracked across devices and platforms.
Regardless of whether or not retailers integrate Find, Diane Kegley, RichRelevance Chief Marketing Officer, says they must rethink their search efforts to accommodate omnichannel customer behaviours, and recognise the essential role that search plays across virtually all phases of the shopping journey, especially on mobile.
Voice-activated search is starting to gain traction in retail: Amazon’s voice-controlled Echo speaker, powered by the e-commerce giant’s Alexa artificial intelligence technology, not only supports a series of functions like answering questions, playing music and controlling smart devices, but also drives sales.
(Source: Retail Dive)